The impact of marketing communication on product Longetivity in the manufacturing industry in Nigeria; A case study of Unilever

Marketing communication plays a critical role in product longevity by influencing brand perception, consumer engagement, and demand sustainability. This study examines its impact in Nigeria’s manufacturing industry, focusing on Unilever Nigeria Plc. A survey research design was employed, collecting data from 100 marketing and sales staff. Results revealed that 85% of respondents agreed that marketing communication positively affects product longevity, while 75% affirmed its role in maintaining consistent demand. Furthermore, 69% linked marketing communication to product acceptability, and 60% believed high investment in marketing communication directly translates to sales. However, 15% disagreed, and 10% were undecided, indicating the influence of additional factors such as product quality, pricing, and distribution. Hypothesis testing using chi-square confirmed a significant relationship between marketing communication and product longevity at a 0.05 significance level. The study concludes that an integrated and adaptive marketing communication strategy is essential for sustaining product relevance and competitiveness in the Nigerian market.